The Project
To celebrate their ten year anniversary, Getty Images envisioned a campaign which showcased their powerful imagery in a unique way.
Enter “Change Me:” An innovative interactive experience providing people with the opportunity to search Getty Images’ vast library of images and post comments on how a particular image could ‘change’ someone’s mood, thought, or even life.
For each submission, Getty Images donated $10 to the charity Friends of the Global Fight.
Our Solution
Keeping with the grassroots nature of the campaign, we designed a heavily textured site featuring unique handwriting, torn paper and splashes of India ink.
We also developed a complex Web Service that allowed the “Change Me” site to interact with Getty Images’ existing database of Creative and Editorial imagery.
To keep up with the massive flow of submissions, a simple Content Management System was developed to enable Getty Images to filter and approve user submissions.
The campaign launched in seven languages, allowing thousands of people to participate in changing the world. To drive additional traffic to the site, banner ads, branded emails, direct mail and posters were distributed internationally.
The Results
In the end, $500,000 was donated to educate and mobilize people in the fight against three devastating diseases. We are proud to have worked with our friends at Getty Images to produce such an original and successful campaign.
“I hope you are as proud of this as we are. It’s the best online project Getty Images has ever done – in its 10 year history, which is quite something.”
Chris Ashworth, Creative Director, Getty Images
Awards
- Graphic Design USA Award
- Seattle Show Award